Brian Carroll

Blogger Logic: Quick, Name Your Favorite Customers

Many companies fail to get every dollar from their biggest accounts, according to Brian Carroll, CEO of InTouch, a sales consulting firm in Arden Hills, Minnesota. On his B2B Lead Generation Blog (blog.startwithalead.com), he writes:

 

"I'm amazed at how many marketers seem to emphasize only new account acquisition, when they could also be going further with their existing customers'¦A while back I was in a meeting with a marketing leader of a [large] software firm. He shared a story about their new CEO at the time. The CEO asked 10 members of the executive team to write a list of their top 10 customers. Amazingly, just four of the 10 executives got five or more of the customers correct! Their VP of sales fared best, correctly listing eight.'¦[T]he top 10 customers accounted for 50% of their $300 million in revenue."